‘One Sony’, if you didn’t know, posits the notion that Sony’s recorded music division could be intrinsically linked to the parent company’s other divisions – Sony Pictures (movies and TV) and Sony Game & Network Services (including PlayStation). Such collaboration would prove a key differentiator from Sony’s rivals, Universal Music Group and Warner Music Group.
Today, it appears that Sony Corp is more determined than ever to bring this idea to life. The firm has unveiled a brand campaign to showcase ‘all that the world of Sony has to offer through the power of creativity and technology’.
Titled the Sony Collaboration Series, the campaign features experimental projects built by pairing Sony Music Entertainment (SME) artists with the latest Sony technology, gaming, and movies.
Launching on December 6, the campaign kicks off with a collaboration featuring SME artist, rapper and YouTube personality DDG; and comes on the heels of Sony’s three-year Lost in Music marketing campaign.
The multidiscipline Sony Collaboration Series campaign is comprised of four activations, all resulting in online content.
“Sony’s purpose is to ‘Fill the world with emotion, through the power of creativity and technology. We invite you to enjoy these unique experiences that only Sony can deliver by combining the power of SME’s artists with Sony’s technology and content.”
Midori Tomita, Sony Corporation
The campaign starts with a project filmed at The Berrics skatepark in Los Angeles, which brought together DDG, pro-skater Neen Williams and Sony MESHTM IoT blocks.
MESH, a platform of app-enabled smart sensors, can add what Sony says are ‘clever features’ to everyday objects and you can program how they work.
Another upcoming Sony Collaboration Series campaign moment will involve Sony’s flagship smartphone, Xperia 1 being used to create a piece of content surrounding the upcoming 2020 Bad Boys for Life film release from Sony Pictures Entertainment.
A later collaboration includes Sony’s 360 Reality Audio (360 RA) technology being used to create a new immersive music experience.
Another component of the Sony Collaboration Series involves the Dreams Universe.
Dreams is an ever-expanding game universe – exclusive to PS4 – where you create, explore, experience and play in the limitless imagination of players around the world.
Dreams creators will be asked to design a virtual live performance arena for an SME artist, all built using a DUALSHOCK 4 controller with 3D elements built completely within the Dreams environment.
Art and imagery created in Dreams will be brought into a real world music performance.
“Sony’s purpose is to ‘Fill the world with emotion, through the power of creativity and technology’,” said Midori Tomita, VP in charge of Brand Communication, Sony Corporation.
“We invite you to enjoy these unique experiences that only Sony can deliver by combining the power of SME’s artists with Sony’s technology and content.”
DDG added: “The Sony collaboration with Neen was a dope new way to turn my song into a whole different vibe.
“I never envisioned a skateboarding song when I made Push, but seeing Neen vibe out to the record and Sony’s MESH sensors and projectors’ lights going crazy to my song convinced me. I’ve never been a part of something so innovative. It came out so dope.”Music Business Worldwide